The Impact of Retailer Awareness, Retailer Association, Retailer Perceived Quality, Retailer Loyalty Towards Purchase Intention in Hypermart Surabaya - Ubaya Repository
ABSTRACT
This research aims to explore the impact of retailer awareness, retailer
association, retailer perceived quality, retailer loyalty towards purchase
intention in Hypermart as the object of modern food retail brand.
This quantitative and causal type research uses questionnaires for onsite survey. Purposive sampling method was used. The sample consisted of
250 respondents whose age is 18 years or above, have visited and shopped
at Hypermart in Surabaya at least twice in the last three months, and also
have ever used the customer service and after-sales service in Hypermart.
Date were analyzed through descriptive statistics using SPSS 18.0 and
AMOS 18.0
The result of the found that there is a positive impact of retailer
awareness towards purchase intention. There is a positive impact of retailer
association towards retailer loyalty. Furthermore, positive impact of
retailer association towards purchase intention is also indicated. Retailer
perceived quality is shown to have positive impact towards retailer loyalty.
The result also indicates that retailer loyalty has positive impact towards
purchase intention. However, the result shows no significant impact of
retailer awareness towards retailer loyalty. There is also a statistical type
II error found resulting in perceived quality does not have positive impact
towards purchase intention.
Keywords: Retailer Awareness, Retailer Asoociation, Retailer Perceived
Quality, Retailer Loyalty, Purchase Intention
xiv
This research aims to explore the impact of retailer awareness, retailer
association, retailer perceived quality, retailer loyalty towards purchase
intention in Hypermart as the object of modern food retail brand.
This quantitative and causal type research uses questionnaires for onsite survey. Purposive sampling method was used. The sample consisted of
250 respondents whose age is 18 years or above, have visited and shopped
at Hypermart in Surabaya at least twice in the last three months, and also
have ever used the customer service and after-sales service in Hypermart.
Date were analyzed through descriptive statistics using SPSS 18.0 and
AMOS 18.0
The result of the found that there is a positive impact of retailer
awareness towards purchase intention. There is a positive impact of retailer
association towards retailer loyalty. Furthermore, positive impact of
retailer association towards purchase intention is also indicated. Retailer
perceived quality is shown to have positive impact towards retailer loyalty.
The result also indicates that retailer loyalty has positive impact towards
purchase intention. However, the result shows no significant impact of
retailer awareness towards retailer loyalty. There is also a statistical type
II error found resulting in perceived quality does not have positive impact
towards purchase intention.
Keywords: Retailer Awareness, Retailer Asoociation, Retailer Perceived
Quality, Retailer Loyalty, Purchase Intention
xiv